Why BigSummit 2025 Mattered

I’m still catching my breath after BigCommerce’s BigSummit 2025 — and not just because Austin always has that effect on me. This year’s gathering was one of the most significant in recent memory, with a mix of major announcements, inspiring conversations, and the kind of industry energy that reminds me why I love what I do.

The biggest headline was the rebrand of BigCommerce to Commerce.com. This wasn’t just a cosmetic change; it signaled a strategic evolution. Under the new parent company, BigCommerce, Feedonomics, and Makeswift are now clearly positioned as complementary tools in the same ecosystem. Whether merchants need them all together or independently, the message was clear: Commerce.com is building a flexible, future-ready platform. The new ticker symbol — CMRC — underscored that shift in a big way.

The Rise of Agentic Commerce

AI was everywhere at BigSummit. The term that kept surfacing was “agentic commerce” — the idea that autonomous AI agents will increasingly shape how buyers discover, evaluate, and purchase products.

The takeaway? Data is the new storefront. If product data isn’t clean, structured, and optimized for discovery, no amount of sleek design will matter. Commerce.com unveiled tools like the Model Context Protocol (MCP) for intelligent, commerce-aware agents and a native integration with Google Retail AI to deliver personalized recommendations. Add to that the new Feedonomics Surface tool — giving merchants self-service ways to list products across Google, Meta, and beyond — and it’s clear that AI plus distribution-ready data is becoming the growth engine of modern commerce.

Of course, there’s still a big challenge: while everyone is excited about AI, very few truly understand how to leverage it effectively. That gap between hype and execution is where the real work lies.

B2B Takes the Spotlight

Another theme that resonated deeply with me was the expansion into B2B eCommerce. More than ever, Commerce.com is investing in manufacturers, distributors, and wholesalers.

For years, I’ve believed that B2B buyers expect the same seamless, self-service experiences they get as consumers. BigSummit reinforced that belief, with new features designed to modernize the B2B journey:

• A Configure-Price-Quote (CPQ) system to streamline quoting and sales workflows.
• Multi-company account hierarchies to support complex enterprises.
• A focus on accuracy, trust, and transparency — because in B2B, there’s no room for guesswork.

For Groove Commerce and the clients we serve, this is an encouraging signal. Commerce.com isn’t just chasing shiny trends; they’re doubling down on solving real B2B challenges.

Conversations, Connections, and Culture

Events like BigSummit aren’t only about keynotes and product launches — they’re about people. This year, I had the chance to reconnect with clients, partners, and friends, from Dopple to BlueSnap to Bloomreach. I also had the honor of joining BigCommerce’s Partner Advisory Board, giving me the chance to share Groove’s perspective — and our customers’ voices — directly with leadership.

And then there was the vibe. Austin delivered, as always. The energy was fantastic, the conversations flowed, and yes — I did my best impression of a “ginger Matthew McConaughey.” Alright, alright, alright.

Looking Ahead

BigSummit 2025 left me inspired and optimistic. The rebrand to Commerce.com signals clarity of vision. The push into agentic commerce highlights the urgency of clean data and AI readiness. The investment in B2B features validates the work we’ve been doing for years with manufacturers and distributors.

As I reflect on the week, I feel grateful — for the friendships, the collaborations, and the opportunity to help shape where this industry goes next. I can’t wait for BigSummit 2026, which moves to Chicago in April. Until then, I’m carrying the momentum from Austin back to Baltimore and into the work we do every day at Groove.